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Article
Publication date: 7 December 2021

Zonaib Tahir

This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery…

3084

Abstract

Purpose

This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery tactic.

Methodology

This study is based on a 3 (compensation level: 20%, 50%, 100%) × 2 (compensation type: refund, coupon) × 2 (service medium: offline, online) scenario-based experimental design.

Findings

The offline and online customers exhibit different satisfaction for the respective values of both the immediate and delayed compensation types. Moreover, offline customers exhibit more trust in the firm when they receive a refund, whereas their online counterparts demonstrate a higher trust when provided with a coupon.

Practical implications

For a service failure such as the one presented in the experimental study’s scenario, a lower (higher) value coupon will generate more (less) satisfaction compared to providing the same value as a refund. Firms will be better off by providing partial compensation in the form of a coupon, rather than a refund.

Originality

Unlike most studies of service recovery, this research takes into account the perceived differences of various tangible compensations to provide a comparison of offline and online customers’ recovery preferences. Furthermore, the previous studies have not focused on trust restoration and assessed causes and effects of trust based on trust at one point in time i.e. trust after recovery. While this study has included restored trust as a variable in the conceptual model.

Propósito

Esta investigación tiene como objetivo comparar la importancia relativa de la compensación tangible en los medios de servicio offline y online, y evaluar la compensación tangible como táctica de recuperación de la confianza.

Metodología

Este estudio se basa en un diseño experimental basado en 3 (nivel de compensación: 20%, 50%, 100%) x 2 (tipo de compensación: reembolso, cupón) x 2 (medio de servicio: offline, online).

Conclusiones

Los clientes offline y online muestran una satisfacción diferente para los valores respectivos de los tipos de compensación inmediata y diferida. Además, los clientes offline muestran más confianza en la empresa cuando reciben un reembolso, mientras que sus homólogos online demuestran una mayor confianza cuando se les proporciona un cupón.

Implicaciones prácticas

Para un fallo del servicio como el presentado en el escenario del estudio experimental, un cupón de menor (mayor) valor generará más (menos) satisfacción en comparación con proporcionar el mismo valor como reembolso. Las empresas saldrán ganando si ofrecen una compensación parcial en forma de cupón, en lugar de un reembolso.

Originalidad

A diferencia de la mayoría de los estudios sobre la recuperación de servicios, esta investigación tiene en cuenta las diferencias percibidas de varias compensaciones tangibles para ofrecer una comparación de las preferencias de recuperación de los clientes offline y online. Además, los estudios anteriores no se han centrado en el restablecimiento de la confianza y han evaluado las causas y los efectos de la confianza basándose en la confianza en un momento determinado, es decir, la confianza después de la recuperación. En cambio, este estudio ha incluido la confianza restaurada como una variable en el modelo conceptual.

目的

本研究旨在比较有形补偿在离线和在线服务媒介中的相对重要性, 并评估有形补偿作为一种信任恢复策略。

方法

本研究基于3(补偿水平:20%, 50%, 100%)×2(补偿类型:退款, 优惠券)×2(服务媒介:线下, 线上)的情景实验设计。

研究结果

线下和线上的顾客对即时和延迟补偿类型的各自数值表现出不同的满意度。此外, 离线顾客在收到退款时表现出对公司的更多信任, 而他们的在线顾客在得到优惠券时表现出更多的信任。

实际意义

对于像实验研究中提出的那种服务失败, 与提供相同价值的退款相比, 价值较低(较高)的优惠券会产生更多(更少)的满意度。企业通过以优惠券的形式提供部分补偿, 而不是退款, 会有更好的效果。

原创性

与大多数关于服务恢复的研究不同, 这项研究考虑到了各种有形补偿的感知差异, 以提供离线和在线顾客恢复偏好的比较。此外, 以前的研究没有关注信任的恢复, 而是基于一个时间点的信任, 即恢复后的信任来评估信任的原因和影响。而本研究将恢复的信任作为概念模型中的一个变 量。

Article
Publication date: 19 October 2012

Rodolfo Bernabéu, Antonio Tendero and Miguel Olmeda

This study measures the degree of influence that attributes such as price, organic production, origin and commercial type have on Spanish consumers when purchasing lamb meat…

Abstract

Purpose

This study measures the degree of influence that attributes such as price, organic production, origin and commercial type have on Spanish consumers when purchasing lamb meat, while also analysing various lamb meat differentiation strategies.

Design/methodology/approach

The methodology consisted of a survey of 421 Castilla‐La Mancha (Spain) lamb meat consumers during the month of January 2009. The preferences of these consumers were determined through several multivariate techniques.

Findings

The results obtained by means of conjoint analysis techniques show that an additional potential differentiation strategy is to offer the market conventionally produced suckling lamb and organic “ternasco” lamb. Thus, potential commercial cannibalism would be simultaneously prevented between two types of meat belonging to one and the same PGI Manchego Lamb.

Originality/value

The excessive commercial differentiation that can arise in food for basic consumption in general and particularly within the Manchego Lamb PGI. Whether it be from the inclusion of another commercial type (suckling lamb meat) together with the traditional type (“ternasco” lamb meat) and the additional possibility of the organic certification, it can make way for a certain commercial “cannibalism” among PGI lamb meats.

Details

British Food Journal, vol. 114 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 1 August 2005

Pierre Sans, Guy de Fontguyon and Julian Briz

Since several food crises have strongly affected the production of animal food products, food safety has become one of the most important aspects of quality products for both…

2030

Abstract

Purpose

Since several food crises have strongly affected the production of animal food products, food safety has become one of the most important aspects of quality products for both consumers and retailers. The aim of this article is to analyse how the health crises have contributed to increasing the segmentation of the supply of fresh and little‐processed food products under the impetus of a reinforcement of regulations (affecting the supply chain as a whole) and of strategies adopted by the stakeholders.

Design/methodology/approach

The authors carry out an empirical and comparative analysis of the reactions of two neighbouring countries (Spain and France) faced with major health crises caused by similar events: the emergence of Bovine Spongiform Encephalopathy (BSE) cases. A special focus is made on the initiatives taken privately by two French retail groups (Carrefour and Auchan) operating in both countries.

Findings

The analysis shows that retailers have developed systems of quality insurance developed in order to reduce uncertainty and to restore consumers' confidence in the quality of the products they buy. These programmes of actions pave the way for policies of product differentiation. In a relatively different context from that of France, the two big French retail groups Carrefour and Auchan operating in Spain have developed similar approaches, which had not been the case in France. In a context of sharp competition between quality designation on the one hand, and the relative dissatisfaction of the retailer with respect to “minimum quality” standards on the other, the two groups have adopted marketing communication strategies adapted to the Spanish situation, and have used “supply chain brands” as tools of differentiation to ensure consumers' loyalty.

Originality/value

Provides an analysis of the effects of health crises on the segmentation of the supply of fresh food products.

Details

International Journal of Retail & Distribution Management, vol. 33 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 3 October 2016

Cristian Adasme-Berríos, Mercedes Sanchez, Marcos Mora, Berta Schnettler, German Lobos and José Díaz

The purpose of this paper is to explore the differences in consumers’ preferences to food safety label (FSL) on vegetables in central and south central Chile in terms of…

Abstract

Purpose

The purpose of this paper is to explore the differences in consumers’ preferences to food safety label (FSL) on vegetables in central and south central Chile in terms of sociodemographic characteristics, consumers’ food safety knowledge and frequency of vegetables consumption.

Design/methodology/approach

A survey was applied to 1,201 consumers in charge of buying vegetables for their households. The questionnaire measured consumer preference for FSL using tomatoes as a case study.

Findings

The most important attributes for consumers were price (57.3 percent), FSL (19.7 percent), point of sale (11.86 percent) and production system (11.07 percent). Cluster analysis was used to differentiate three types of consumers. The majority (50.5 percent) are consumers oriented to price of tomatoes more than other attributes. A second group (30.1 percent) considers it important to purchase tomatoes at the lowest price with the existence of a FSL. A minority (19.4 percent) was oriented to purchasing tomatoes with a FSL. The groups differ according to sociodemographic characteristics, food safety knowledge and frequency of vegetables consumption.

Research limitations/implications

The study was conducted in country in South America. The results revealed that the majority of consumers choose price over FSL. Nevertheless, a potential market niche was identified that was motivated by FSL as a potential risk-reduction strategy when making choices about fresh vegetables purchase.

Practical implications

FSL is a marketing tool to help the consumers about food decisions.

Social implications

To avoid problems associated to unsafe vegetables, FSL is used as a potential risk-reduction strategy when making choices about fresh vegetables purchase.

Originality/value

The research provides information about a market niche of consumers interested in the existence of an explicit FSL, due to their awareness of the risks associated with the consumption of vegetables. This topic has received little research in Latin American developing countries.

Details

British Food Journal, vol. 118 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 4 October 2017

Nelson O. Mancilla and Wilmer S. Sepúlveda

The purpose of this research is to analyse the upstream information distortion among the various members of the agro-food supply chain, regarding the consumers’ quality…

Abstract

Purpose

The purpose of this research is to analyse the upstream information distortion among the various members of the agro-food supply chain, regarding the consumers’ quality perceptions.

Design/methodology/approach

The study focused on the beef chain, which is one of the most active in quality management terms. The study involved different actors in the chain: consumers (402), retailers (98), agro-industrials (40) and cattle farmers (84).

Findings

The results demonstrated that the more the upstream agents move away from consumers, the more the information becomes distorted. The research also highlighted that the greater the number of links in the chain, the more the consumer’s upstream information tends to be distorted.

Originality/value

The information flow is one of the important aspects on which the supply chain management focuses. This paper contributes to information flow research between different actors in the supply chain regarding product quality from the consumer perspective. Therefore, for the members of the supply chain, this research represents the potential to direct management’s value-added activities towards what consumers value the most.

Details

Supply Chain Management: An International Journal, vol. 22 no. 5
Type: Research Article
ISSN: 1359-8546

Keywords

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